“Urban.” “Gritty.” “Cutting edge.” These were the directions given to jump start the creative flow for the Urban Mickey product launch project. Being presented to the client’s Board of Directors in a convention ballroom, this high profile presentation needed to be spot-on. Blacking out the walls and covering the existing carpet gave Dalstra Creative a blank canvas on which to work. Chain link fence, cement blocks, raw wood with graffiti, urban trash cans and other edgy elements allowed us to present a typically adorable and wholesome character in a whole new light…or dark.